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Last week, Osmii’s Marketing Manager and Principal Consultant visited the eCommerce Expo, where we were immersed within the current and future trends of eCommerce.

We had a successful day and in-between our meetings, browsing the stands and meeting new and familiar faces of the companies exhibiting, we were keen to attend a number of talks to learn more about the future and current trends of eCommerce. The talk of the day for us was about the importance of micro-moments and we decided to look more into the current buzzword on the lips of digital marketeers.

As we all know, mobile phones are a large part of our daily lives and, according to eMarketer, the global mobile ad spend is expected to double from $100 billion in 2016 to nearly $200 billion in 2019. This accounts for over 70 percent of digital ad spend worldwide. This huge increase in mobile ad spend shows the rapid growth of mobile, which is a game changer for advertisers.

There are hundreds of moments every day from; checking the time, texting a loved one or chatting with our friends on social media. However, there is a new type of moment. We call them micro-moments and they are extremely important for marketeers and brands. Brands can identify micro-moments by recognizing times when someone has a particular type of need. Someone may need to learn something, get something done, or buy something. It’s about creating the content or tools to enable people to accomplish whatever they want in that particular moment. These micro-moments are classified as: I want to know moments, I want to go moments, I want to do moments and I want to buy moments.


Consumers are more interested in marketing messages when they have a want/need and are wanting to address that need in the moment. Marketers must consider this when designing and optimizing mobile content.

There are many models that have been built around capturing micro-moments and one of them is Attribution Marketing. This refers to a web analytics model in which the “last click” is given credit for a sale or conversion. To summarize this model; if someone visits your website and orders a new dress, most companies will have a web analytics system in place that tells you where that customer came from. There are many different sources as to where the customer comes from. Such as an advertisement on the tv, or the search keyword ”red dress,” or did they find you after they followed your post on social media? However the main flaw in web analytics is that many visitors come to your website multiple times before purchasing an item, and you need to choose whether you want the credit for a sale to go to the “first click ” that brought them to you, or to the “last click” that brought them to you.

last click

To finish up this article, we have some tips from Google on how to target your customers at the right moment:

– Identify all the moments you want to win or can’t afford to lose by examining all key stages of the consumer journey eg: adverts, key-words and social media.

– For each moment you want to win, you need to put yourself in your customer’s shoes and see it through their eyes. Ask yourself “What could make this person buy faster? What content or features would the most useful for this moment?”

– Send out signals at certain times of day and locations to deliver experiences and messages that seem personalized for that certain moment.

– People move across screens and channels, so make sure your brand delivers across both devices.

Here at Osmii we are passionate about the future of the technology industry and take it upon ourselves to be up to date with current and future trends. Our Principal Consultant Simon Gregory focuses on the Retail Technology Space, helping pre-IPO VC-backed vendors across APAC and EMEA with their technical and senior hires. To learn more about what we do please contact Simon via and visit our website: